Clients are not a monolith, and each has their own respective Procurement Journey according to their needs, constraints and stakeholders. It can be subconscious or deliberate, yet it is foundation to every transaction, from buying a car to selecting a professional service practice. Their three-step process is essentially identical - Awareness, Consideration, and Selection. Upon completion, learners will come away with a greater understanding of the Procurement Journey and their clients' point of view, and be able to convey their Value Proposition with tactics and strategies that provide greater impact.